Within a month of its launch, JesusDressUp.com received over 150,000 original hits, and by October 2000 had over 250,000 original visits. Almost entirely by word-of-mouth referrals, the website received nearly 6 million monthly hits by the end of 2000.
In 2003, Normal Bob Smith produced a companion refrigerator-magnet set, which was sold through the website. Retailer Urban Outfitters ordered 3,000 of the magnet sets for sale through its stores, and Smith estimated he had sold around 5,000 sets in total by March 2004.
As of 2012 there are ten versions of the Jesus Dress Up: the original, Superstar, Miscellaneous Holiday, Halloween, Christmas, Final Justice, BDSM, Wizard of Oz, Star Wars and Lady Gaga. Smith has also created a Mohammed Dress Up game, allowing people to dress up the prophet Mohammed.
Smith hosts photographs of celebrities including David Cross, Janeane Garofalo and Sarah Silverman holding the Jesus Dress Up magnet set on his website, and has also posted a YouTube video of himself giving a set to Richard Dawkins.
Jesus Dress Up magnets appeared in the segment on Normal Bob Smith in the Neil Abramson documentary film Bob Smith USA, which premiered at the American Film Institute’s SilverDocs Film Festival in Washington DC in June 2005.
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